Emerging Digital Media Forms for Increasing Engagement in Health Messages Across Diverse Communities

Susan J. RobinsonNational Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention

Communication Across Borders

July 2008

Susan J. RobinsonNational Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention

Communication Across Borders

July 2008

Presentation contents are solely the responsibility of the author and do not necessarily represent the official

views of the CDC.

Presentation contents are solely the responsibility of the author and do not necessarily represent the official

views of the CDC.

Fine Print

OverviewOverview

• eHealth evolution• Emerging Technologies

• Mobile media: texting and peer-generated video• Engagement• Evaluation design

• Tangible media: responsive objects, surfaces, and spaces

• Key Research Questions

• eHealth evolution• Emerging Technologies

• Mobile media: texting and peer-generated video• Engagement• Evaluation design

• Tangible media: responsive objects, surfaces, and spaces

• Key Research Questions

eVolution of eHealtheVolution of eHealth

20052005

• Interactive

• Tailoring – Individual-level

• Personalization

• Interactive

• Tailoring – Individual-level

• Personalization

20082008

• Networked

• Peer-to-peer -- Group level/social

• Participation

• Networked

• Peer-to-peer -- Group level/social

• Participation

Theory Behind Tailoring*Theory Behind Tailoring*

Increase information processing

• Attention• Effortful processing• Self-reference• Peripheral processing• Emotional response

Increase information processing

• Attention• Effortful processing• Self-reference• Peripheral processing• Emotional response

Impact behavioral determinants

• Behavioral intention• Skills• Self-efficacy• Attitudes/expectancies• Normative perceptions

Impact behavioral determinants

• Behavioral intention• Skills• Self-efficacy• Attitudes/expectancies• Normative perceptions

Source: Hawkins et al. Understanding tailoring in Cancer Communication, eHealth Summit 2005.

Social Networks

Social Networking Sites:

• Improve user reach

• Improve customer satisfaction

• Promote products and services

• Facilitate knowledge sharing

• Increase brand awareness

World AIDS Day / Know It Campaign – bloggersWorld AIDS Day / Know It Campaign – bloggers

Mobile Phone UseMobile Phone Use

• More adults in the U.S. adults (85%) own a mobile phone, as compared to those (71%) who have a landline or home phone.

• About 200 million text messages are sent on the average day (2007), up from 75 million per day in the same period the year before (2006).

• An estimated 8 million people viewed mobile videos in May 2007

• More adults in the U.S. adults (85%) own a mobile phone, as compared to those (71%) who have a landline or home phone.

• About 200 million text messages are sent on the average day (2007), up from 75 million per day in the same period the year before (2006).

• An estimated 8 million people viewed mobile videos in May 2007

Texting: Evidence of EffectivenessTexting: Evidence of Effectiveness

• Smoking cessation • Weight managemnet• Diabetes management• Asthma control • HIV awareness

• Smoking cessation • Weight managemnet• Diabetes management• Asthma control • HIV awareness

Text Messaging and Internet Zip Code Finder

Mobile Texting Campaign: KnowIt

• To encourage users to know their HIV status and to locate HIV testing facilities nearby • Mobile phone users text their zip code to “KNOWIT” (566948) and within seconds they receive a text message with an HIV testing location near them. • This mobile phone service connects users with CDC’s testing database found at www.HIVtest.org.

• Localization

KnowIt – Texting Hits (World AIDS Day 2007)KnowIt – Texting Hits (World AIDS Day 2007)

KnowIt SMS Hits

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Engagement with HIV Prevention: A Mobile Media Experience

• Engaging target audience in the making of the message• Ensuring diversity of participants – brought together through a problem in common• First Department-level clearance for peer- generated mobile content• PPSAs available on YouTube• From more information about the event, see: http://www.nmi.uga.edu/aids_ppsa/

2008 Event Sponsored by the University of Georgia, CDC,Verizon, Nokia, AIDS Research Consortium of Atlanta, and many others.

Personal Public Service Announcements: PPSAs

Peer-Generated Process: 2 DaysPeer-Generated Process: 2 Days• Diverse students – state liberal arts, state engineering universities

and historically black college/university• Received briefing on HIV science, epidemiology, & effective health

message “platforms” (tested messages)• Heard from/interacted with HIV positive gay men working in AIDS

prevention• Pitched ideas & received feedback from experts on message

translation before shooting/production• Produced messages entirely on mobile phone equipment (phones

& bluetooth microphones)• Edited PPSA’s on personal computers

• Diverse students – state liberal arts, state engineering universities and historically black college/university

• Received briefing on HIV science, epidemiology, & effective health message “platforms” (tested messages)

• Heard from/interacted with HIV positive gay men working in AIDS prevention

• Pitched ideas & received feedback from experts on message translation before shooting/production

• Produced messages entirely on mobile phone equipment (phones & bluetooth microphones)

• Edited PPSA’s on personal computers

The Lens of Contact TheoryThe Lens of Contact Theory

• Equal status?• Cooperation over superordinate goals?• Close, meaningful contact?• Institutional support?• Willingness to participate?

• Equal status?• Cooperation over superordinate goals?• Close, meaningful contact?• Institutional support?• Willingness to participate?

Distribution: WWW & Mobile (VCast, Ads)

(http://youtube.com/user/CDCStreamingHealth)

EvaluationEvaluation

• Centers for Excellence in Health Marketing• Pretesting with high-risk 18-26 year olds for message

effects, attention-getting, positive effects• Compare cell phone and YouTube channel formats

effects, willingness to pass to friends• Study process and impact of peer-to-peer distribution

of the messages• Performance of promoted behavior (txt zip to KNOWIT)• Campaign metrics analysis (mobile ad buy)

• Centers for Excellence in Health Marketing• Pretesting with high-risk 18-26 year olds for message

effects, attention-getting, positive effects• Compare cell phone and YouTube channel formats

effects, willingness to pass to friends• Study process and impact of peer-to-peer distribution

of the messages• Performance of promoted behavior (txt zip to KNOWIT)• Campaign metrics analysis (mobile ad buy)

Tangible User Interface (TUI): DefinitionTangible User Interface (TUI): Definition

• [Ishii & Ullmer 1997]• TUIs give physical form to digital information by

seamlessly coupling the dual worlds of bits and atoms…• Digital information [bits]• Everyday physical objects and spaces [atoms]

• This means we can…• Use physical spaces, surfaces, and objects as

both controls and representations of digital information

• Enable co-located collaborative user interactions with digital information

• [Ishii & Ullmer 1997]• TUIs give physical form to digital information by

seamlessly coupling the dual worlds of bits and atoms…• Digital information [bits]• Everyday physical objects and spaces [atoms]

• This means we can…• Use physical spaces, surfaces, and objects as

both controls and representations of digital information

• Enable co-located collaborative user interactions with digital information

Marble Answering Machine

Royal College of Art,Interaction DesignDurrell Bishop, 1992

Tangible MediaTangible Media

• [Dourish 2001]• "Where the Action Is: The

Foundations of Embodied Interaction“

• Emphasizes how social action is embedded in settings - not only material, but also the social, cultural and historical - focusing on the social construction of meaning.

• [Dourish 2001]• "Where the Action Is: The

Foundations of Embodied Interaction“

• Emphasizes how social action is embedded in settings - not only material, but also the social, cultural and historical - focusing on the social construction of meaning.

WikiTUI

Digital Annotation of Physical Books

Synaesthetic Media Lab, Andy Wu & Ali Mazalek, 2008

Making Contact?Making Contact?

• Tangible tabletop stories that can be told from many different perspectives, understood in many different ways

• Tangible tabletop stories that can be told from many different perspectives, understood in many different ways

Storytelling workshop at the Boston Museum of Science Computer Clubhouse, 2001

Experiments: Multi-Viewpoint StoriesExperiments: Multi-Viewpoint Stories

KinoPuzzleDocumentary Collage

Synaesthetic Media Lab, Robinson & Ali Mazalek, 2008

Insert architales

ArchitalesExperimental Media Class 2008

Source: A. Badre. www.interfacile.com

Design the interface

Identify possible improvements

Test and Analyze interface utilization

Use the interface

The Iterative Development CycleThe Iterative Development Cycle

Key Research QuestionsKey Research Questions

• What are potential application domain areas for tangible media in health interventions?

• How can we engage affected communities in designing interventions (problem solving)?

• How would we evaluate these interventions, e.g. identify comparison conditions and groups?

• What is the type and magnitude of effects that can be expected from tangible interventions versus traditional digital media?

• For border health issues (e.g. environment) could tangible media increase the feeling of significant contact?

• What are potential application domain areas for tangible media in health interventions?

• How can we engage affected communities in designing interventions (problem solving)?

• How would we evaluate these interventions, e.g. identify comparison conditions and groups?

• What is the type and magnitude of effects that can be expected from tangible interventions versus traditional digital media?

• For border health issues (e.g. environment) could tangible media increase the feeling of significant contact?

Contact InformationContact Information

Susan J. Robinson sjr2@cdc.govNCHHSTP Health Communication Science Office

Thanks to:Ann Aikin aaikin@cdc.gov Division of eHealth Marketing

National Center for Health MarketingCenters for Disease Control and Prevention

Susan J. Robinson sjr2@cdc.govNCHHSTP Health Communication Science Office

Thanks to:Ann Aikin aaikin@cdc.gov Division of eHealth Marketing

National Center for Health MarketingCenters for Disease Control and Prevention